Classical music will sing its own praises loud and clear at this year’s South by Southwest (SXSW) festival.
Taking place on 16 March in Austin, TX, a panel discussion, entitled Classical Music: Embracing the Modern Audience, will include speakers from TikTok and LA’s performing arts institution, Colburn School. The discussion will be followed by a night-long international showcase of classical and alternative classical artists.
Classical music often struggles to find its place in the mainstream but new generations are being introduced to the genre through novel avenues, such as TikTok. Research last year from the Royal Philharmonic Orchestra found that young people are driving a move towards the discovery of new music, specifically classical.
“Classical music’s emergence as a true salve in our ever-accelerating, technology-driven world is an experience we embrace,” says James Minor, VP, SXSW Music Festival, “It’s inspiring to see a wave of young, incredibly talented (and social media-savvy) artists introducing a new generation to the genre. We’re excited and honored to be showcasing some of the best in the field at SXSW this year.”
“It’s been a pleasure to watch users embrace classical, and we’re really excited to come to SXSW and talk about the exciting opportunities for music on TikTok,” says Sheema Siddiqi, the platform’s artist community manager.
Other panellists at the event include singer-songwriter Ayanna Witter-Johnson, Nate Zeisler, Dean of Colburn School and violinist and Web3 entrepreneur Aurora Mendez. “It is my hope that this panel will tackle the issues that are holding back our art form, while also discussing and offering solutions to break down barriers in the concert hall and beyond, ” says Mendez, who is also musical director of the showcase itself.
Bringing the panel discussions to life that evening at the ARTISTS& Official SXSW Classical Showcase in Downtown Austin, artists will blend classical into jazz, soul and rock, often weaving into each other’s sets to create a uniquely dynamic experience.
“The fact that our showcase is in a Cabaret Bar reflects exactly the type of energy we’re going for”, says Thea Paraskevaides, showcase and panel organiser and founder of ARTISTS&, “Our night will show how accessible the genre can be, from the traditional canon right through to alternative/crossover classical.”
“It’s incredibly important to make space for the breadth of what classical music is today and to create meaningful experiences and connections with new audiences.” adds Ayanna Witter-Johnson, panellist and showcase artist.
Other artists performing at this inaugural showcase include the genre-bending sextet Fuse, classical pianist Kyle P. Walker, the cello ensemble of Kaitlyn Raitz, classical guitarist Alexandra Whittingham, crossover pianist AyseDeniz Gokcin.
Note: Artists, panellists and organisers are available for a longer interview/opinion piece.
The ARTISTS& Official Classical Showcase takes place between 8pm and 2am at Esther’s Follies, Downtown Austin. The panel discussion Classical Music: Embracing the Modern Audience – will be held at 11.30am CST on 16 March, in Room 15 of the Austin Convention Center.
The showcase is supported by Kawai, Shure, GLP, Limitless and SyncVault.
Organiser quotes
“We want to create a relaxed environment, bringing down the barrier between the artists and the audience that too often is present in classical concerts. I’m proud to be bringing classical to SXSW, we’re definitely going to be challenging the perceptions of the genre.” – Thea Paraskevaides, ARTISTS&.
“Classical music’s emergence as a true salve in our ever-accelerating, technology-driven world is an experience we embrace. It’s inspiring to see a wave of young, incredibly talented (and social media-savvy) artists introducing a new generation to the genre. We’re excited and honored to be showcasing some of the best in the field at SXSW this year.” – James Minor, VP, SXSW Music Festival
“I’m thrilled to see these phenomenal, world-class musicians take the stage and share their
incomparable artistry with the SXSW community. It has been an absolute joy working in
collaboration with ARTISTS& putting forth programming that enables our artists to be musical
ambassadors by offering an experience that embraces the listener and meets the audience
where they are.” – Aurora Mendez, Musical Director
Artist Quotes
“It’s great to see a festival like SXSW opening up to classical music and what it represents in 2023. Although we bring pretty old instruments, most of our music is brand new and we’re excited to share it with the SX audience.” – Fuse
‘I’m so excited to play at SXSW and be a part of bringing classical music to a wider audience!’ – Alexandra Whittingham
“Classical music has always been a facilitator for us to immortalise historic moments in music, encapsulating all the emotions possible: from grief to hope, anger to joy, and it’s a great opportunity to be able to have a platform to do this at SXSW.” – AyseDeniz Gokcin
“As a classical pianist, performing at SXSW is a tremendous honor and a powerful platform to not only share my love of music, but to also shed light on the diversity and richness within the classical genre. It’s crucial that classical music is represented and celebrated at events like this, as it allows us to bridge cultures and break down barriers, showcasing the universal language of sound and its ability to bring people from all walks of life together.” – Kyle P. Walker
“I can’t wait to perform at SXSW for the first time – even more so in a classical showcase! As a multi-style cellist, I have the pleasure of collaborating with artists across many genres, but as a cellist, classical music is firmly in my roots. I’m excited to perform my own compositions alongside some classic repertoire at SXSW to demonstrate how relevant and accessible classical music is today.” – Kaitlyn Raitz
“I’m delighted and honoured to be part of SXSW this year, showcasing alternative Classical Music which for me incorporates other genres such as jazz, reggae, and soul. It’s incredibly important to make space for the breadth of what Classical Music is today and to create meaningful experiences and connections with new audiences.” – Ayanna Witter-Johnson
Panelist Quotes
“I’m excited to join this incredible panel at SXSW to discuss the future of classical music and the exciting new pathways that are available to artists in the field. I am thrilled that classical music is represented at a conference that is known for innovation and leading edge thinking. I can’t wait for the conversation and showcase on the 16th.” Nate Zeisler, Colburn School
“These conversations are an essential contribution to the modern metamorphosis of classical
music. That is, SXSW is one of the only places that bring creatives and changemakers from
diverse backgrounds and industries together to discuss and shed light on innovative ideas that challenge the status quo. It is my hope that this panel will tackle the issues that are holding back our art form, while also discussing and offering solutions to break down barriers in the concert hall and beyond.” – Aurora Mendez
“SXSW Festival is at the forefront of leading-edge conversations around the future of music. It’s a festival that embraces the full breadth of what music is and has the potential to become. A place where people choose to learn, to innovate and to celebrate and is the perfect setting to challenge ideas of what Classical Music is today.” – Ayanna Witter-Johnson
“TikTok is the creative home of all genres of music and classical has been taking off on the platform. Last year we launched #ClassicalMusic to showcase that musical diversity, with icons like Hans Zimmer and Andrea Bocelli taking part, interacting with the creative community. It’s been a pleasure to watch users embrace classical, and we’re really excited to come to SXSW and talk about the exciting opportunities for music on TikTok”. – Sheema Siddiqi, TikTok
About ARTISTS&
@artists.and (instagram)
thea@artists-and.com
Founded by Thea Paraskevaides, ARTISTS& is a production, performance and promotion agency in the classical music space, challenging the perceptions of classical music, its performance and presentation. ARTISTS& will be presenting the official classical music showcase at SXSW for the first time in 2023.
About SXSW
SXSW dedicates itself to helping creative people achieve their goals. Founded in 1987 in Austin, Texas, SXSW is best known for its conference and festivals that celebrate the convergence of tech, film and television, music, education, and culture. An essential destination for global professionals, the annual March event features sessions, music, and comedy showcases, film & TV screenings, exhibitions, professional development and a variety of networking opportunities. SXSW proves that the most unexpected discoveries happen when diverse topics and people come together. SXSW 2023 will take place March 10-19, 2023 in Austin. For more information, please visit sxsw.com.
To register for the event, please visit sxsw.com/attend.
SXSW 2023 is sponsored by White Claw, Porsche, Itaù bank, and The Austin Chronicle
